JMI 2012 Review
Why, in the grand scheme of sporting sponsorships, in which brands can link themselves to the likes of soccer, the Olympics, the NFL or NBA to name a few, do 30 percent of top brands choose to invest in and market through motorsports? It’s a question we’re asked all the time, and while we passionately believe in motorsports as a marketing platform, simple passion is not the answer CMOs are seeking.
The answer to ‘why motorsports?’ is essentially threefold. First, there is globalization in motorsports. Fans and consumers across the Americas, Europe, Asia, Middle East and BRIC are accessible through a mixture of motorsports categories. We have watched the shift to new markets over the past decade as the international series have expanded their reach to audiences beyond their traditional fan bases.
Secondly, motorsports offers an opportunity to integrate a brand in a meaningful and natural way. Four out of five casual fans, for example, can recall the sponsors of their favorite drivers. Building on endemic fan loyalty means we are able to activate through the performers and tell a brand story that has substance and authenticity; one reason why two out of three fans accept that drivers use the products they endorse.
Third, there is a plethora of assets available through motorsports, offering brands rich content that works across a number of platforms. NASCAR, for example, is a series that is responding well to the digital and social media agendas, which will position it strongly for the future. As a series that knows its fans and sponsors intimately, NASCAR has continued to make positive moves for both. Their efforts were validated by the announcement in late 2012 of an extended broadcast contract with FOX at an increased valuation.
At JMI we work hard to understand our sport’s and our clients’ audiences. We do this across all series and in all markets to create assets that drive customized, creative marketing solutions for brands and corporations. That is what drives our passion for motorsports marketing and that is what leads 30 percent of brands to choose motorsports as a marketing platform.
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